Every so often I have a Minority Report moment. You know, when today’s technology actually lives up to that film’s futuristic world. The most recent occurrence was in my living room shortly after I installed our new Xbox 360 Kinect. For those of you living in a bunker, Kinect is a marvellous device from Microsoft that enables you to play games without any remote control. Kind of like a Wii on steroids. Not only does it ditch the remote, it also scans you, recognizes you, and even listens to you. Before you know it you’ll find yourself jumping around and talking to your TV set. It’s cool, or as my kids would say, it’s totes amazeballs.

2. Every so often I have a Minority Microsoft is of course eager to capitalize and
commercialize on the Kinect experience.
Report moment. You know, when today’s Thus they are offering brands all kinds of
technology actually lives up to that film’s opportunities to engage with their target
futuristic world. The most recent occurrence audiences in ways simply not feasible with
was in my living room shortly after I installed the old hyperlinked Internet. For example,
our new Xbox 360 Kinect. For those of you Mindshare worked with Nike to launch a
living in a bunker, Kinect is a marvellous motion-based version of their Chosen video
device from Microsoft that enables you to contest. Users could use their hands to
play games without any remote control. Kind navigate through video footage and interact
of like a Wii on steroids. Not only does it ditch with the content.
the remote, it also scans you, recognizes you,
and even listens to you. Before you know
it you’ll find yourself jumping around and
talking to your TV set. It’s cool, or as my kids
would say, it’s totes amazeballs.
Microsoft is now arguably
leading the next great evolution in
interactivity
Nike Xbox Chosen Contest
Kinect is just one example of new technology
that is changing the way we engage with Microsoft has also introduced a new ad format
devices. Just in the last few years Apple has called NUAds, which uses voice recognition to
taught us to swipe and touch rather than click let you simply command your Xbox to take
and type. Microsoft is now arguably leading some action with the content. For example,
the next great evolution in interactivity via you can choose to like and share an Xbox ad
its motion sensor and voice recognition with your Facebook friends, tweet about your
technology. In essence, you don’t have branded gaming experience, or request more
to touch anything at all. It’s completely information on a particular product. Wait
touchless. It’s also a major step-change until Microsoft’s recently acquired Skype gets
in increasingly intelligent and responsive bundled into the device.
objects of all kinds, not just gaming consoles.
Xbox Kinect by Microsoft Microsoft’s NUAds voice command technology
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3. Microsoft is also evolving the Kinect Microsoft is not the only game in town. Both
Google and Apple are working on their own
sensors to identify products in your living voice recognition technology and services.
room. At a minimum this data could be used Google now offers a voice search application
to target consumers with related products. in its Android OS as well as an ingenious
Imagine Kinect identifying some old Kia voice translation service essential for every
car keys in the room. Combine this with the global trotter. Apple is finally exploiting their
knowledge that you have three young kids acquisition of Siri, which enables you to carry
and voila a new Ford Galaxy ad appears. on an intelligent conversation with your
Brands could also use Kinect to reward their iPhone 4S. Apple fanatics have developed a
loyal customers. Imagine Kinect detecting virtual crush on Siri as she helps schedule
that you are drinking a Pepsi and promptly meetings, advise how to tie your bowtie, or
rewarding you with some extra gaming points give you the weather forecast. While neither
or some free content. Google nor Apple has opened up code to
mash-ups, you can imagine a day when
Several TV manufacturers have taken notice marketers will use the technology to create
and are now integrating front-facing cameras useful Siri applications, everything from a
into their flat screens, thus enabling your virtual HSBC financial guru to a Nike training
television to immediately recognize who is in coach.
the room and therefore what content to serve
and which ads are being watched. Once the
technology scales, savvy media agencies will
be able to negotiate pay-for-performance TV
buys based on whether someone has actually
seen the ad.
Of course this is only the beginning. Microsoft
has wisely opened up the Kinect platform to
let consumers and brands come up with new
innovative uses of the platform. This Kinect
sandbox has already produced some real Apple’s Siri Application
gems, including Burger King’s mash-up with Other new technologies are emerging that
Kinectimals that lets kids use a physical toy require even less work from the consumer.
from the restaurant to unlock and control a Over the last few years companies like NEC,
unique virtual version. Even more exciting was Microsoft, and Intel have been experimenting
Steve Ballmer’s announcement at CES 2012 with facial recognition technology that
that Microsoft will begin to bundle its killer identifies the gender and age of the people in
technology into more devices with the newly front of an outdoor billboard or poster. While
launched Kinect for Windows. it can’t yet detect whether you’re thirsty for
a beer, elements of these digital billboard
ads can be adapted in real-time to make the
message more relevant and impactful. Not
satisfied with just facial recognition, some
technicians are busy tinkering around with
RFID recognition and retinal scanning. Other
labs are busy building the Cognitive Internet,
which involves embedding smart chips in to
your body so you simply become one with
the ubiquitous Internet all around you. I’m
not making that up. The Matrix may actually
Kinect for Windows become a reality.
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4. However, right now there is a growing
opportunity for smart brands to leverage
these new technologies to engage with
consumers in much more innovative and
meaningful ways. Many marketers have
spent the last few years moving online and
its interactivity – clicks and engagement –
further up the creative ideation and media
planning process. Likewise, they will also
need to ensure their teams, when appropriate,
are aware of the opportunities and potential
importance of motion and voice.
Even our metrics taxonomy
Microsoft and Intel facial recognition technology
Yes, many of us are still clicking and typing,
will need to adapt to reflect or swiping and pointing with touchscreens.
different and improved measures However, thanks to Microsoft we can now
gesture to and talk with our devices. If you
of advertising success don’t believe me go out and get yourself an
Xbox 360 Kinect. I guarantee you’ll have your
very own Minority Report moment.
Even our metrics taxonomy will need to adapt
to reflect different and improved measures
of advertising success; simply knowing
who is really in front of the TV during an ad
campaign will be immensely helpful, not
to mention the more accurate detection of
engagement and dwell time. For example,
Cisco has developed a technology that can
assess whether you are frowning or smiling at
TV content, including ads. Talk about real-
time panels.
Have your own Minority Report moment
Minority Report, 20th Century Fox (2002)
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